Research On The Influence Of Cultural Identity On China-Chic Brand Purchase Intention

This study explores the influence of cultural identity on purchase intention in the consumption of China-Chic brand based on brand attachment theory.Just as China-Chic brand is a modern cultural industry system and market system integration product of "culture sets the stage and products sing the opera",its development depends on customer market feedback and customer perception,and gradually exerts its power in the consumption field.Based on the brand attachment theory,this study takes consumers and potential buyers of China-Chic products such as "China Li Ning" series as the research objects,and explores the driving mechanism of the cultural identity aroused by them in the process of purchasing related goods on their purchase intention.At the same time,the "sense of possession" emphasized by customer psychological ownership is the theoretical recursion of the sense of identity under the marketing paradigm.Therefore,taking customer psychological ownership as the intermediary variable,and based on the existing research,customer psychological ownership is divided into three dimensions: the right to choose,the right to know,and the influence,in an attempt to verify the positive effect of customer psychological ownership and its three dimensions: the right to choose,the right to know,and the influence on the purchase intention of China-Chic brands in cultural identity.Selfesteem perception is the differential feedback between the individual’s own target and social evaluation.In this research context,the national symbols and cultural heritage contained in the China-Chic brand will arouse the positive feedback of social evaluation,and enhance the positive effect of the sense of identity emphasized by cultural identity and the sense of possession emphasized by customer psychological ownership.To sum up,this study constructed a mechanism model of the impact of cultural identity on purchase intention,and used the questionnaire method to survey some China-Chic brand consumers in Beijing,so as to collect relevant data and verify the model,including the test of the total effect of cultural identity on purchase intention,the mediating effect of customer psychological ownership on cultural identity on purchase intention path,and the moderating effect of self-esteem perception on the above total effect and mediating effect.The results show that cultural identity has a positive effect on purchase intention in China-Chic brand consumption.The three dimensions of customer psychological ownership and its choice,right to know and influence play a full mesmeric effect in this path.Self-esteem perception plays a regulatory role in cultural identity on purchase intention path,It also significantly regulates the mesmeric effect of customer psychological ownership and its two dimensions,namely,the right to choose and the right to know,in the path of cultural identity to purchase intention,but has no significant moderating effect on the mediating effect of the influence dimension of customer psychological ownership.Finally,based on the above research conclusions,this study puts forward theoretical contributions around the positive emotional sublimation and theoretical recursion of customer psychological ownership after the generation of identity,and the theoretical applicability of cultural identity in the field of China-Chic brand research.Based on self-esteem perception,it manipulates customers’ purchase intention of China-Chic products,and cultural identity mobilizes customers’ positive perception of China-Chic products,which provides management enlightenment for China-Chic brand marketing practitioners,finally,research and prospects are proposed for the areas that have not yet been explored and the shortcomings of this study.